Marketing to Meet your Audience Development Needs

Who is beside you? Where are they coming from? What makes their audience unique? What are their top two challenges when marketing?

What is Audience Development? Marketing your operation to: Grow the financial bottom line Reaching capacity with a new patrons Retaining existing patrons Expanding programming diversity Developing brand

“Never treat your audience as customers, always as partners “Never treat your audience as customers, always as partners.” James Stewart

Overview Identifying your audience Marketing Methods Measuring existing marketing methods Engage your audience directly Expanding programming diversity Growing your Brand

Identifying your audience Build a baseline Past season sales A reference for returning artists A guide to future programming

$4,717.65 Series Date Artist Type Guarantee Ticket Price Acutal Count Actual Revenue Dance January 13, 2018 Artist #1 Dance Production $ 1,200.00 $5 383 $501.76 March 3, 2018 $15/18 279 Theatre June 22, 2018 Artist #2 Broadway Play $ 2,500.00 $24/28 467 $5,186.26 Local August 15, 2018 Artist #3 Local Country $ 3,000.00 $35/33 268 -$874.45 Spoken September 20, 2018 Artist #4 Spoken Word $ 4,000.00 $38/35 274 -$95.92 Total: $10,700.00  $4,717.65

Identifying your audience Build a baseline Tracking new programming initial sales Year to year comparative Shows spending habits and audience excitement about your programming

2014 2015 2016 Date 2014 $ 2014 Seats 2014 Sub 2015 $ 2015 Seats 2015 Sub 2016 $ 2016 Seats 2016 Sub June 18th $ 870.00 48 3 $ 4,469.00 224 14 $ 4,911.00 288 18 June 20th $ 10,760.00 608 38 $ 5,757.02 306 $ 18,714.93 614 19 Jun 25th $ 14,551.00 812 50 $ 24,152.80 909 33 $ 33,746.98 1031 25 July 3rd $ 19,539.90 1046 61 $ 30,026.28 1095 37 $ 40,801.98 1215 July 17th $ 34,387.80 1519 72 $ 37,160.57 1347 43 $ 51,660.48 1590 31

Identifying your audience Loyalty reporting Who buys the most unique shows? Demographic information Census of new patrons

Marketing Methods Print Radio Online Facebook / Instagram / Twitter, In-person Flyers and Posters

Print - Is it dead? Not at all! Radio – Who’s listening? Marketing Methods Print - Is it dead? Not at all! Radio – Who’s listening? Streaming through Spotify, Google Music, You tube Large Rural areas

Marketing Methods Online - Facebook / Instagram

Marketing Methods Online - Facebook / Instagram

Marketing Methods Twitter – Are you using a scheduler like Hootsuite?

Banner pushes on satellite sites – click through data Marketing Methods Banner pushes on satellite sites – click through data In-person Flyers and Posters

Measuring Marketing Methods Ticketing surges - discrete links, or selling methods Patron feedback at time of purchase

Engage your audience directly Surveys or feedback forms What would you want to receive? Keep it short and to the point Farm the information that will help you most move forward How do I get it to them? Mass mailing sites, playbills, mail-outs, newsletters Ask group about what they would want to be asked Ask group about what information would help them move forward best? Warning about CASL legislation Don’t be afraid to ask patrons how they would like to stay in touch with you

Survey Questions to Ask What show did you see? How would you rate your experience? What was something memorable? What can we improve upon? How did you hear about the show? What show would you like to see? Would you like someone to contact you?

Engage your audience directly How else can we engage our audiences directly? In-person connections Talk-backs sessions or opportunities Ask group about what they would want to be asked Ask group about what information would help them move forward best? Warning about CASL legislation Don’t be afraid to ask patrons how they would like to stay in touch with you

Expanding Programming Diversity Appealing to new audiences through diversity Increasing profit margins by engaging more risk Aligning with marketing streams: eg: Country Radio station, program more country Ask group about what they would want to be asked Ask group about what information would help them move forward best? Warning about CASL legislation Don’t be afraid to ask patrons how they would like to stay in touch with you

Your Brand Who knows about you? Are they selling for you? Brand awareness - Banners, posters, or Season launches Brand association through sponsorship or partnership Ask group about what they would want to be asked Ask group about what information would help them move forward best? Warning about CASL legislation Don’t be afraid to ask patrons how they would like to stay in touch with you

Growing Your Brand Season Themes Involvement in your community Opens opportunities for ticket bundling Another connection point for your audience Examples: Current Environment (Canada 150), Common connections (Visiting the East Coast) Involvement in your community Media associations: Culture Corner Ask group about what they would want to be asked Ask group about what information would help them move forward best? Warning about CASL legislation Don’t be afraid to ask patrons how they would like to stay in touch with you

Growing Your Brand ** Warning ** Your brand is your livelihood. Protect it. Not all press is good press Make conscious programming decisions that will not adversely affect your image in your community. Do you have clauses in your contacts to protect your brand? Ask group about what they would want to be asked Ask group about what information would help them move forward best? Warning about CASL legislation Don’t be afraid to ask patrons how they would like to stay in touch with you

Audience Development Re-cap Know your history Grow your bottom line old and new through connections Expand your programming with diversity Developing your brand

“Know your target audience “Know your target audience. Always keep them at the forefront of your mind. Understand their lifestyle and what they are looking for. Gather their feedback and use it to tailor your approach.” Imran Amed